| Title | VIDEO GAME VETERANS |
| Brand | IVAW |
| Product/Service | VIDEO GAME |
| Category |
A08. OTHER DIGITAL SOLUTIONS IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
THE CYRANOS McCANN Barcelona, SPAIN
|
|
Advertising Agency
|
THE CYRANOS McCANN Barcelona, SPAIN
|
Credits
| Leandro Raposo |
The Cyranos Mccann |
Creative President |
| Pablo Colonnese |
The Cyranos Mccann |
Executive Creative Director |
| David Fernández/Jon Lavin/Joaquín Espagnol |
The Cyranos Mccann |
Creative Director |
| Jaume Rufach |
The Cyranos Mccann |
Copywriter |
| Eduard Cubel |
The Cyranos Mccann |
Art Director |
| Oriol Bombí |
The Cyranos Mccann |
Head Of Strategic Planning |
| Marta Grasa |
The Cyranos Mccann |
Account Director |
| Jesús Vergés |
The Cyranos Mccann |
Account Executive |
| Alba Riart |
The Cyranos Mccann |
Production Manager |
The Brief
IVAW (Iraq Veterans Against the War) was set up in 2004 following a conference organised by Veterans for Peace in Boston. It works to support American soldiers and veterans who are under pressure not to speak out.
IVAW’s specific aims also include bringing a rounded view of the conflict to a society whose access to information depends on mass media over which the government and the military exert a strong influence.
The target audience on this occasion was young people and teenagers.
Describe how the promotion developed from concept to implementation
We developed a video game: THE TRUTH OF THE WAR, and sold it with a description like any other, promising excitement and REALISM.
Nobody knew what they were really buying. It was an ordinary game which progressed in a normal way until the enemy killed you. Then, when you tried to play again, the truth became visible: THEY HAD KILLED YOUAfter trying to get the major companies to cooperate, the video game was developed by a small studio (Nurendsoft).
We advertised it with a small banner campaign in video game magazines.
Describe the success of the promotion with both client and consumer including some quantifiable results
The action ended with the chance to fight against the war itself or get the amount paid for the video game refunded.
67% donated the amount to IVAW
33% wanted their money back
15% bought another game from Nurendsoft
55% rated it positively
Explain why the method of promotion was most relevant to the product or service
Because it met the objective.